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Cheech & Chong’s parent company is reportedly spending up to $500,000 a month for THC gummy ads on the newly branded X (Twitter).
by Rowan Nathan · July 28, 2023
Cheech & Chong’s parent company is reportedly spending up to $500,000 a month for THC gummy ads on the newly branded X, its chief executive told The Wall Street Journal.
Citing data from Sensor Tower, there are roughly 20 advertisers spending more than $500,000 a month on the platform formerly known as Twitter, including Apple, Amazon, and Chevron, the report noted,. That puts the “Where’s Dave” team’s company among the top tier for the platform’s advertisers following a mass exodus after Musk bought the platform, one of the reasons that Cheech and Chong ads seem to be lighting up so many feeds.
Elon Musk’s San Francisco based platform that's in the midst of rebranding itself “X” said in February it would start allowing cannabis ads.
Cheech & Chong’s company is using Twitter/X data to target a specific demographic, including viewers over age 35 who follow accounts that follow the two “Still Smokin” stars’ individual accounts or the company’s account.
Tommy Chong, 85, is a more active user of the platform and has a history with cannabis and associated businesses. The Canadian born comedian served nine months in federal prison in 2003 for selling drug paraphernalia, stemming from Chong's Bongs venture. Then as cannabis began legalizing across the west coast, Chong’s Choice, Tommy Chong's Cannabis and Tommy Chongs CBD were among the first celebrity cannabis brands available. A few years later Cheech Marin, 77, launched his first cannabis project- Cheech’s Stash, selling flower and prerolls.
On twitter/X, both follow an eclectic mix of organizations that work to loosen marijuana laws and related publications Magazine, comedians and others in the entertainment industry and several arts and culture organizations.
Chong and Marin finally navigated licensing issues associated with the Cheech and Chong trademark, and finally launched Cheech and Chongs Cannabis. The brand operates in both regulated state cannabis markets, as well as hemp-derived cannabinoid products, such as the gummies the company promotes on Twitter/X and other media.
Cheech and Chong Cannabis’ CEO Jonathan Black said the company spends roughly $10 million a year on advertising across multiple platforms which drives $30 million in annual revenue.
“What you gotta do is get their attention, and once you got their attention, now you can give them some information that is going to astound them somehow, make them laugh or something,” Chong told The Journal in a Zoom interview during which he snacked on said gummies. “Whatever we are doing, it works.”
Cheech and Chong are known for their 1970s and 1980s stoner films. The two have starred in numerous films, such as Up in Smoke, Cheech and Chong's Next Movie, Nice Dreams and Still Smokin'. Cheech and Chong have become legendary for their humor and satire on the counterculture of the time. The duo have become iconic figures in cannabis culture, and their films continue to be popular among fans of comedy.